What was the Challenge / Background of the Campaign?

US firm Glad makes ForceFlex bin bags that can stretch to accommodate a lot of refuse.
The challenge was to demonstrate the quality and strength ForceFlex bin bags.

What was the Campaign Objective?

Glad has been a leader in innovative green solutions for years, focusing on two of the three R's: Reduce (by utilizing less plastic in their bags) and Recycle (by supporting recycling programs and creating specialized products). The objective was to implement a method for the last R (Reuse)with Glad's trash bags.

What was the Solution?

To reinforce the strength of the ForceFlex bags, Miami agency Alma created tents made out of the bags to demonstrate the quality. The tents were then given away to festival-goers at South by Southwest in Austin, Texas.
After camping at the festival the tent can be re-used as a rubbish bag to encourage festival-goers to reduce the amount of rubbish that often gets left behind at the site.

What were the Results?

The tents gave festival-goers a feeling of goodwill - and, potentially built up brand loyalty towards Glad.

What were the Key Learnings of this Campaign?

Equipping people with the means to dispose of their rubbish at a music festival, while also providing them with a place to sleep is excellent branded utility. It's also a smart way of getting the Glad brand dotted around the festival site, while also effectively demonstrating the strength of the refuse bags.